ACCURATE BUSINESS SCHOOL

201 1

at
GURGAON
A report submitted to Accurate Business School , Greater Noida as a mandatory part of PGDM curriculam

ACCURATE BUSINESS SCHOOL

201 1

Under the Guidance of: Submitted by: Bhubaneswari siva Das Rajendra kumar Arora Name of the Student:Debasis Roll. No:201041

ACKNOWLEDGEMENT

I express my deep sense of gratitude to ASK Automotive pvt. ltd for giving me a wonderful opportunity for doing my summer training in his company

ACCURATE BUSINESS SCHOOL

201 1

I wish to place my deep sense of gratitude to Mr. Rajendra kumar Arora General Manager (Quality) , ASK Automotive Pvt. Ltd. For his valuable guidance throughout the project.

Foremost, I would like to thank Asst.professor Mrs Bhubaneswari , ACCURATE BUSINESS SCHOOL, Greater Noida, for his intensity and focus on technical aspects and for taking all efforts to make my journey smooth on the information technology super highway. It is a privilege to have him as our faculty. I consider it a great privilege to be under the guidance of Mr Bharat Bhusan , Mr Sashi Marketing Executive , and Mr Shiv Kumar of ASK Automotive pvt.ltd Gurgaon . The contribution and significant role played by their submission of project report in time. help me in preparation and

I gratefully acknowledge the team of faculty in ACCURATE BUSINESS SCHOOL

DECLARATIONBYCANDIDATE
I declare that this project work on CUSTOMER SATISFACTION AND BRAND

LOYALTY in Automobile manufacturing sector @ ASK Automotive PVT LTD is a bonafide work done and submitted by me and the research work was carried out under the guidance of Mr.
3

ACCURATE BUSINESS SCHOOL

201 1

Rajendra kumar Arora, General Manager (Quality), ASK Automotive Pvt. Ltd. and under overall supervision of Bhuvaneswari Siva, Asst.Professor, ACCURATE BUSINESS SCHOOL , Gr Noida .

I further declare that this Project Report does not form of any other project reports or desertions on the basis of which a degree was awarded or conferred on an earlier occasion on me or any other candidate. for helping me in all aspects and giving their valuable ideas for making my project efficient and effective. Last but not the least I would like to thank my parents and friends for their valuable support and encouragement through out the course of the project

Place- Greater Noida

Date:

Debasis Das

ACCURATE BUSINESS SCHOOL

201 1

TABLE OF CONTENS

CHAPTER ONE: INTRODUCTION

5 - 22

1.1 Background of the Organization

i. Automobile sector in India ii. Company profile iii. Vision iv. Mission v. Clients of the company vi. Products vii. Swot analysis of the company viii.Contact details of the company 1.1 Hypothesis/Objectives of the Project 1.2 Significance/Need of the Project 1.3 Scope of the Project extent and limitations

CHAPTER TWO: RESEARCH METHODOLOGY Data interpretation and Analysis

23 - 48

CHAPTER THREE: FINDINGS AND ANALYSIS Analysis through graphically CHAPTER FOUR: CONCLUSIONS AND RECOMMENDATIONS CHAPTER FIVE: BIBLIOGRAPHY

49 - 63

64 - 67 68 - 71

ACCURATE BUSINESS SCHOOL

201 1

ACCURATE BUSINESS SCHOOL

201 1

1.1 AUTOMOBILE SECTOR IN INDIA Tata Motors launched its first truck in India. It was done in collaboration with Mercedes-Benz. Though automobiles were introduced to India in the late 19th century, it was only after the Indian independence in 1947 that India started manufacturing automobiles. Some of the early Automobile Companies As per the history of Automobile Companies in India, in the late 1890's in India are:

Hindustan Motors Tata Motors Bajaj Auto

Premier Automobiles

Ashok and Standard Motors Sanjay Gandhi was the first Indian politician who championed the need for a "people's car". Thus the state-owned firm, Maruti Udyog, was launched and gained over 50% market share. After the liberalization in 1991, India's Automobile Industry grew in leaps and bounds. With the growth in the Indian economy, big international car manufacturers like General Motors, Ford, Toyota, Honda, Hyundai, Rolls Royce, Bentley and Maybach entered the Indian market. Earlier in the 1920's Rolls Royce collections was the maharajas status symbol. With time the middle class also started possessing their own automobiles. With the introduction of several automobiles in India, highways or expressways were constructed. The renowned international automakers like Ford, Suzuki, GM and Honda have their manufacturing bases in India. But, Automobile Industry in India is dominated by domestic companies like Maruti Suzuki, Tata Motors, Hero Honda, Mahindra & Mahindra, Ashok Leyland and Bajaj Auto. Milestones achieved: The milestones achieved by the Automobile Companies in India are:

The first automobile in India rolled in 1897 in Mumbai. International players are adding to their investments in Indian auto industry. As far as the two-wheelers are concerned, motorcycles contribute 80% of the segment size. The Indian passenger vehicle market is dominated by cars by 79%. Indias Automobile Industry is the largest three-wheeler market in the world. India is the largest two-wheeler manufacturer in the world.India is the second largest tractor manufacturer in the world. The Automobile Industry in India is the fifth largest commercial vehicle manufacturer in the world. India is the fourth largest car market in Asia.
7

ACCURATE BUSINESS SCHOOL

201 1

ASK is India 's first company to be awarded the QS 9000 Certificate of Approval in its category, followed by another landmark of achieving certification TS 16949:2002. While keeping Quality and Safety as its top priorities, continuous improvement also remains our thrust area . Stringent quality controls have been introduced which ensure that our Customers receive the highest quality products and services on a consistent basis. The focus always remains on improvement through Quality tools e.g. - CEP, FMEA, MSA, TPM, KAIZEN, QUALITY COST, 5-S. * ASK is one of the rare companies which supply to all the 2-wheeler manufacturers in India. * The supplies are made on JIT basis. * The Delivery PPM (Parts Per Million) to all our customers is ZERO. * Quality PPM of our products is well within the accepted norms of our OEMs. Quality Certificates achieved by ASK Automotive Pvt. Ltd. * TS 16949: 2002 * QS 9000 * ISO 9001: 2000 ASK is India's first company to be awarded the QS 9000 Certificate of Approval in its category, followed by another landmark of achieving certification TS 16949:2002. This ensures that our quality system can match up with best in the world.

i. ASK VISION
Customer satisfaction Quality in product and service
Human recourses

Pro active response to change

Environment and Society

Trust and long term relationship with customer Business Ethics

ACCURATE BUSINESS SCHOOL

201 1

i. ASK MISSION
Our main aims are
To make the company from 20 million $ to 40 million US $ in next three years.

To increase the export business from 5% to 25% in next three years. To increase after market business from 15% to 25% in next three years

ACCURATE BUSINESS SCHOOL

201 1

i. Company Milestones
1989 1994 1998 1999 2001 Setting up of Company Best Vendor Award from Kinetic Motor IS0 9002 certification QS 9000 certification Best Vendor Award from Kinetic Motor Signed TCA with Ask Technica Corp of Japan Setting up of Unit-II Setting up of Pressure Die Casting facility 2003 2004 Challenge India Support Award from HMSI Setting up of Unit-III Setting up of Paint Shop TS-16949 certification 2005 Best and Fastest Development Award from HMSI Setting up of Wheel Assembly facility Commendation Certificate for Quality & Delivery from HMSI 2006 2007 2008 2009 Setting up of In-house Tool Room Setting up of Design Centre OHSAS 18001:2007 Certification Award in Proprietary items Category and Certificate for Quality & Delivery from Honda (HMSI)

ii. CLIENTS OF THE COMPANY

10

ACCURATE BUSINESS SCHOOL

201 1

1.

2.

3.

4.

5.

6.

11

ACCURATE BUSINESS SCHOOL

201 1

i. ASK UNITS

ii.

WORK CULTURE OF ASK AUTOMOTIVE

12

ACCURATE BUSINESS SCHOOL

201 1

Various activities of ASK Group stands towards maintaining 5-S and TPM are being undertaken in the company for achieving overall excellence. Some of these are listed below: The Plant has been divided into various Zones with each Zone having a Zonal Leader. The Zonal leader is responsible for 5S activities in his Zone. Periodic 5-S audits are being conducted by the Core Group. Concept of TEI has been introduced. SGIA (Small Group Involvement Activities ) teams formed for different activities.

13

ACCURATE BUSINESS SCHOOL

201 1

i. PRODUCTS

BRAKE ASSEMBLIES

We manufacture and export a wide range of brake assemblies that are made from superior quality raw materials and are manufactured as per international quality norms.

14

ACCURATE BUSINESS SCHOOL

201 1

BRAKE LININGS

We at Ask Automotive offer a wide range of brake linings, which is of excellent quality. Available in various thicknesses and specifications, these are durable, light weight, corrosion resistant, high in performance and low in maintenance.

BRAKE SHOE

15

ACCURATE BUSINESS SCHOOL

201 1

We are manufacturer and exporter of precision engineered brake shoe, which are widely used in various automotive applications. We use advanced and modern machinery for the manufacture of Brake Shoe and export the same across the globe.

CLUTCH PLATE

Our range of Clutch Plate is manufactured using high quality material and components to ensure longer functional life. Leveraging on our vast infrastructure, we are able to supply these clutch plates in bulk quantities in a short span of time.

CRANK CASE
16

ACCURATE BUSINESS SCHOOL

201 1

At our organization, we excel in manufacturing and supplying a wide range of Crank Case which are being widely used in the automotive industries. The stiffness of these cases facilitates in holding other engine parts, and prevents from breakdown during the process.

ENGINE PARTS

offer auto We mobile engine parts which are manufactured by using our own in-house machining facilities. These are made of high grade of raw material and manufactured keeping in mind the long term performance.
17

ACCURATE BUSINESS SCHOOL

201 1

GRIP

We are offering automotive grips made of high grade raw material.

HUBS

18

ACCURATE BUSINESS SCHOOL

201 1

We offer a diverse range of Automotive Hubs, which are fabricated with superior grade material of construction. These are engineered for excellent performance and sturdy construction. These Hubs are used in a variety of applications in the automobile industry.

PANELS

These panels offered by us have broad range of applications in various automotive industries and manufacturing units. We are very peculiar about our products and customer satisfaction and that's the reason why our raw material comes only from Certified Vendors.

19

ACCURATE BUSINESS SCHOOL

201 1

ii. Swot Analysis of ASK. Automotive pvt.ltd Strengths of ASK Automotive

Ask AUTOMOTIVE is a World-class company It has a good name in Automobile industries. Performance of ASK Automotive is meeting the customer requirement.

As per Compotators ASK automotive is supplying timely the product to customer end.
ASK Automotive has been a consistency.IN PROVIDING QUALITY PRODUCT TO

CUSTOMER
Overall quality & performance is better than the compotators.

Weakness ASK automotive pvt.ltd.

Development time delay due to manpower problem may cause customer.

Dissatisfaction. Design dept is slow in analysis, because of high manpower turn over in design dept.
Customer complaint is more in case of HMSI components.

Opportunities for ASK Automotive

As customer is satisfied as compared to competitor, it is a positive indication for business

grows for ASKS Automotive.

ASK automotive quality level is high.

Analyze the problem deeply for customer satisfaction

20

ACCURATE BUSINESS SCHOOL

201 1

Threats of . ASK Automotive pvt.ltd

Market Computation is high. Line rejection is till high at customer end, it may cause risk to ASK Automotive business

if it rises. Cost of raw material is high.

21

ACCURATE BUSINESS SCHOOL

201 1

i. Contact Details

Company Name: Contact Person: Telephone: Fax No: Address:

ASK Automotive Private Limited

Mr. K. S. Rathee +(91)-(11)-28758433 begin_of_the_skype_highlighting ,28758433 ,45032488 +(91)-(11)-28752694 No. 929/1, Naiwala, Faiz Road, Karol Bagh, New Delhi, Delhi - 110 005 (India)

end_of_the_skype_highl

22

ACCURATE BUSINESS SCHOOL

201 1

1.2 OBJECTIVE OF THE PROJECT

A multitude of companies today has already identified the need to create a loyal customer base and acknowledges that maintaining existing customers and extending business with them is significantly less expensive than acquiring new customers. Empirical proof of the proliferation of such customer loyalty efforts in the business world is e.g. provided in the form of loyalty programs, which many companies have installed during the past years. By engaging in efforts aimed at creating customer loyalty, which in turn fosters financial success in monetary terms firms react to increasing competitive challenges.

Within research, the investigation of customer loyalty gained importance when the classic marketing paradigm with its instrumental and transactional orientation proved unsuitable in the context of longer-term business relationships. Instead, the relationship marketing approach, which is specifically concerned with the study of relational ex-changes, gained importance within research, serving as a conceptual foundation for the majority of customer loyalty researchers. The question of how loyalty develops has been subject to an abundance of research, leading to an expansive body of literature on loyalty determinants. The extant literature exploring different factors and their constituent effects on loyalty, however, reveals a strong focus on consumer goods and industrial equipment settings, while industrial services have received relatively little attention so far. In addition, the majority of articles incorporates merely
23

ACCURATE BUSINESS SCHOOL

201 1

a few potential determinants and thus fails to draw a comprehensive picture of the mechanisms of customer loyalty formation. As outlined in the preceding section, Automobile are confronted with diverse management challenges that result from continuous growth, globalization, and customer diversity. The aim of the present study therefore is to identify determinants of customer loyalty in relationships between automobile and their customers by explicitly considering different characteristics and cultural contexts of such relationships. In this sense, the present research is positioned at the interface of marketing and automobile and is intended to contribute not only to automobile research, but also to research in marketing, customer loyalty, and cultural studies. In order to address the concept of customer loyalty, it is important to understand the mechanisms underlying loyalty in the logistics outsourcing context. For this reason, the starting point of the present research will be the study of Wallenberg, who studied customer loyalty within relationships between automobile sector and their customers. On this basis, factors that can be surmised to determine customer loyalty in such relationships will be proposed and interdependencies between these factors will be identified. The resulting comprehensive explanatory model of customer loyalty will not only provide insights into the constitution of customer loyalty, but will also serve as the basis for subsequent analyses.

Before being able to apply such management techniques, though, a thorough understanding of cultural differences between different countries is necessary. The present study will therefore
24

ACCURATE BUSINESS SCHOOL

201 1

provide a starting point for such analyses by investigating cultural differences between two important markets for automobile outsourcing, the USA and Germany. Particular differences between Germany and the USA will be identified and applied to the previously devised customer loyalty model. As a result, differences between the two countries with respect to the formation of customer loyalty can be inferred. Finally, this study will investigate in how far different relationship conditions influence the development of customer loyalty. For this purpose, important relationship characteristics will be identified and their moderating influences on the customer loyalty model will be examined. This will provide information on the robustness of the customer loyalty model versus relational contingencies and will suggest if it is necessary to differentiate customer loyalty efforts accordingly.

1.3 NEED OF THE PROJECT

A study on customer level of satisfaction in towards Ask Automotive

sector.
To identify the loyalty of customer towards ASK Automotive sector. To measure the specific reasons for satisfaction and dissatisfaction in . To identify the recommendations of ASK Automobile product to others by

existing loyal customers.

25

ACCURATE BUSINESS SCHOOL

201 1

1.4 SCOPE OF THE PROJECT

Scope of the study mainly to know the current level of customer

satisfaction.

Scope of the study mainly to know the loyalty of the customer

towards

the

company.

To give suggestion regarding improvement of performance standard of

the

Company

To inform the management about current level.

LIMITATION OF THE STUDY

Time limit restricts detailed survey work for this particular topic of 26

research

ACCURATE BUSINESS SCHOOL

201 1

The survey is restricted to the customers of OEM customers involved in imports.

who

are

Some customers have lack of time, so they may not communicate The

sample .

27

ACCURATE BUSINESS SCHOOL

201 1

28

ACCURATE BUSINESS SCHOOL

201 1

Objective and purpose of the study OBJECTIVE

The main objective of the project is to determine what strategy we adopt to satisfy our customer. Todays customers face a growing range of choices in the products and services they can buy. They base their choices on perceptions of quality, value and service. Companies need to understand the determinants of customer value and satisfaction. Customer delivered value is the difference between total customer value and total customer cost. Customers will normally choose the offer that maximizes their delivered value. In this project we will study the Strategy of ASK automotive pvt. Ltd. for satisfaction of their customer delighters . ASK Automotive pvt.Ltd is an Automobile parts manufacturing company, Indias largest brake shoe supplier to Automobile Original Equipment Manufacturing unites. ASK automotive facilities are World Class. We will know through this project what strategy we adopt to satisfy our customer. Customer satisfaction is the outcome felt by buyers who experience a company performance that fulfills expectations. Customers are satisfied when their expectations are met, and delighted when their expectations are exceeded. Satisfied customers tend to remain loyal longer, buy more, are less price sensitive, and talk favorably about the company To deliver customer value and satisfaction, companies must manage their own value chains and the entire value delivery system in a customer centered way. The companys goal is not only to get customers but, even more importantly, to retain customers. There is a very high cost to a lost customer. Customer relationship marketing provides the key to retaining customers and involves building financial and social benefits as well as structural ties to customers. Companies must decide the level at which they want to build relationships with different market segments and individual customers, from such levels as basic, reactive, accountable and proactive to full partnership. Which is best depends on customer profitability measured over a lifetime, and whether the costs required to attract and retain that customer provide value to the firm . Total quality management TQM has become a major approach to providing customer satisfaction and company profitability. Companies must understand how their customer perceives quality and how much quality they expect. Companies must then do a better job of
29

ACCURATE BUSINESS SCHOOL

201 1

meeting consumer quality expectation than their competitors do. Delivering quality requires total management and employee commitment as well as measurement and reward systems. Marketers play an especially critical role in their companys drive toward higher quality

Significance of the study

This section starts with a discussion of the overall methodological approach to the empirical investigation. This project is a comprehensive study on methods for translating market demands into companies strategies for customer delighters , and, through this, identify the determinants of value creation in a given market. This project discusses the strategy of ASK Automotive pvt. Ltd., a well known company in India as Auto brake shoe manufacturing company also an ISO/TS 16949:2002 certified company, Company Profile ,the theoretical background, main results, the conclusions and implications are discussed We then develop a design to help us determine the following constructs: Market Demand (Customer Survey) Company Competencies Designing Product Strategies for Pricing Implementation of Total Quality Management Competitive Marketing Strategies

The Population 1.Customers

2.Suppliers 3.Automobile co
30

ACCURATE BUSINESS SCHOOL

201 1

Sampling
The sample space is based on the Original Equipment Manufacturers (OEMs) customers. The Customer feed back forms are also attached of those customers. Though the product is also used International and in Trade market but it is not possible to get data from those customers. As OEMs, are themselves maximum contributors to the sale of ASK Automobile pvt. Ltd. so the sample space is quite satisfied.

Collection of data

Source of data can be categorized in to two:Primary data:- Data that is collected in reference to the particularly based on customer feed
back . it is collected through questionnaires in the form of customer feed back form.

Secondary data:-Data has been generated from the previously conducted researches. it is usually collected from magazines, publications, newspaper, reports of research agencies etc

Questionnaire Design
Questionnaire designing is a complex task. The questionnaires basically designed based on the problem solving for customer delight. Important highlight of this project is that the analysis has been attempted in such a manner that it provides an ample scope of incorporating suggestions & implications .The project contains all the necessary inputs required for identifying the determinants of Customer Satisfaction in the current competitive market, which is a competitionbased approach in real business world
31

ACCURATE BUSINESS SCHOOL

201 1

Rationale
The reason for this project is that Todays customers face a growing range of choices in the products and services they can buy. They base their choices on perceptions of quality, value and service . Companies need to understand the determinants of customer value and satisfaction. Companys first task is to create customers. However, creating customers can be a difficult task. Todays customers face a vast array of product and brand choices, prices and suppliers. The company must answer a key question: How do customers make their choices? The answer is that customers choose the marketing offer that gives them the most value. Customers are value maximizes , within the bounds of search costs and limited knowledge, mobility, and income. They form expectations of value and act upon them. Then they compare the actual value they receive in consuming the product to the value expected, and this affects their satisfaction and repurchase behavior. We need to examine the concepts of customer value and customer satisfaction more carefully.

Conceptual Discussion Customer Satisfaction:Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance ( or outcome)_ in relation to his or her expectations.

32

ACCURATE BUSINESS SCHOOL

201 1

Customer Focus :Materials are supplied as per the customers order, viz.,
i. Quantity ii. Variety iii. Timely dispatched. iv. Type of packing.
v.

Transport Selection.

Special Requirement Of Customers:

In addition to our regular products, request for special products are received. It is the endeavor of the company to see that special characteristics are in built into the products, to satisfy the specific requirement of the customer. Some of the special requests are :- -

33

ACCURATE BUSINESS SCHOOL

201 1

Size of end connection . Special packaging requirement.

Special colors of paints used etc.

Customer Grievances :
As with the business, certain grievances would also be arising. Prompt action is taken to remove any irritants so that grievances are reduced at the first place. Main grievances that the unit gets are :
Supply of material at short notice period in the season. We do inform, the customers, the

minimum time required to supply the materials. Quality related problems are very few and the reasons are1. Quality raw materials are used.2. Proper processes are adopted at different stages of manufacture etc.

Customer Feedback:
As a part of ISO-9001:2000 system, the company collects feedback from the customers at regular intervals. Such feedbacks are by various methods, viz.,
By sending a standard format & collecting the data

From our marketing personnel, while they interact with customers during tours. As and when the customers visit the unit.

We also send the information, such as Action Taken, based on the feedback received from various sources. The company receives Customer Property, such as Labels, Instruction booklets which are to used before dispatching the products. The company takes care of keeping such property, safely

Need For Customer Retention:34

ACCURATE BUSINESS SCHOOL

201 1

Here are some interesting facts bearing on customer retention:Acquiring new customer can cost five times more than the costs involved in satisfying and retaining current customers. It requires a great deal of effort to induce satisfied customers to switch away from their current suppliers. The average company loses 10 percent of its customers each year. A 5 percent reduction in the customer defection rate can increase profits by 25 percent to 85 percent, depending on the industry. The customer profit rate tends to increase over the life of the retained customer.

The Key To Customer Retention Is Customer Satisfaction. A Highly Satisfied Customer :

Stays loyal longer. Buys more as the company introduces new products and upgrades existing products. Talks favorably about the company and its products Pays less attention to competing brands and advertising and is less sensitive to price. Offers product or service ideas to the company. Costs less to serve than new customers do because transactions are reutilized

35

ACCURATE BUSINESS SCHOOL

201 1

Customer communication

36

ACCURATE BUSINESS SCHOOL

201 1

It is very important to have good communication between the unit & the CUSTOMERS for the growth of the business. Various steps are taken to achieve the above goal.

Product Literature:
Each of our distributor / dealer are given Product Literature, which explains various factors, such as type of materials used, performance characteristics, prices etc. which will help in understanding the product quality and also compare with similar products available in the market.

Data Product :
In addition to the above, related product data, i.e. how to install, how to maintain, related materials required to install & use our products etc. are provided by the OEM.

Service Information:
Installation & maintenance booklet gives broad guidelines and helps in carrying out minor service requirements. In case of major problem, the company directly consult with the OEM company.

Call Back Services:

The type of product is such that call back services are in general not required. In case of any manufacturing defect, the company does the necessary rectification, free of charges.
37

ACCURATE BUSINESS SCHOOL

201 1

Warranty: In general the company offers warranty for the products for a period of one year, for any kind of manufacturing defects. Most of the time, it is observed that the products fails due to 1) Low voltage and 2) Improper installation. ISO-9001:2000 / QUALITY CERTIFICATION: The company has adopted ISO-9001:2000 system and has informed all its customers about this fact.

Publicity:

The company does issue advertisement is communicate the information to the customers about the product, company's philosophy, introduction of new items etc

Marketing:Marketing is the function by which a firm or other economic organization designs, promotes and delivers goods and services for customers and clients. The hallmarks of modern marketing are customer oriented and a long range of strategic viewpoint that makes an organization respective to its ever-changing environment. In the view, the critical function performed by every economic organization is creation of customer satisfaction through the provision of goods and services carefully developed in response to customer needs. For this business firm, profit is a reward for creating a satisfied customer.

Marketing Mix:Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective in the target market. These marketing tools are classified into four broad groups that called the

38

ACCURATE BUSINESS SCHOOL

201 1

Four Ps of Marketing:i.PRODUCT ii.PRICE iii.PLACE iv.PROMOTION

What is a customer?
A Customer is the most important person ever in this officeIn pension or by mail. A Customer is not dependent upon us We are dependent upon him. A customer is not an interruption of our work he is the purpose of it. We are not doing

favor by serving him.. he is doing us a favor by giving us the opportunity to dos so.
A customer is not someone to argue or match wits with. Nobody ever won an argument

with a customer.
A customer is a person who brings us his wants. It is our job to handle them profitably to

him and to ourselves.

39

ACCURATE BUSINESS SCHOOL

201 1

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers'
40

ACCURATE BUSINESS SCHOOL

201 1

queries within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they
41

ACCURATE BUSINESS SCHOOL

201 1

contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.

42

ACCURATE BUSINESS SCHOOL

201 1

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship.

7. Honour Your Promises

It's possible this is the most important point in this article. The simple message: when you promise something, deliver. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go a miss.

Customer Loyalty

Obtaining a thorough understanding of customer loyalty is a prerequisite for the execution of the research at hand. For that, the development of customer loyalty research within the framework of relationship marketing will be presented first, before Since the beginning of the

43

ACCURATE BUSINESS SCHOOL

201 1

1990s, customer loyalty has gained importance both in relationship marketing research and in business. In business, this can be attributed to changing market- and competition-environments. Due to a shift from a sellers to a buyers market and because of an increasing degree of globalization, most industries find themselves confronted with new challenges. In a first phase, firms tried to face these challenges by focusing on their internal processes and organizational structures, trying to achieve cost reductions by concentrating on internal improvements. A second phase of external focus followed, where firms directed attention to their customers, trying to retain existing ones and to win over new ones (churning). Since acquiring new customers is much more expensive than keeping them. And loyal customers are the bedrock of any business. A loyal customer base represents a barrier to entry, a basis for a price premium, time to respond to competitor innovations, and a bulwark against deleterious price competition. Loyalty is critical to brand volume, is highly correlated to market share, and can be used as the basis of predicting future market share; consequently, understanding loyalty appears critical to any meaningful analysis of marketing strategy. In marketing research, two trends mark the development of customer loyalty. While individual transactions initially were in the center of marketing research, the focus shifted towards analyzing relationships states that the traditional marketing concept of the marketing mix with its 4 Ps, developed in the middle of the last century, had been the established approach until the 1990s. This approach, how-ever, focuses solely on transactions, a

44

ACCURATE BUSINESS SCHOOL

201 1

deficit tackled by the relationship marketing approach. At the core of it is the study of relationships between buyers and sellers of goods or service. In the supplier-focused perspective, customer loyalty is seen as a bundle of measures that aim at improving relationships with customers. The supplier is in the center of attention and the customer is only regarded as the factor at which success of customer loyalty becomes manifest. Here it becomes clear that this approach contains a conceptual deficit. It is the customer who eventually decides on whether customer loyalty management is successful or not, because all activities undertaken by a supplier can only be geared at influencing customers to be loyal. A customer-focused perspective therefore has to be added to evaluate the success of customer loyalty management. Before determining which stream the present study can be associated with, however, it is important to create a clear understanding of different customer loyalty concepts prevalent in research. This will be accomplished in the following section.

Customer Loyalty Concepts

Reviewing research, it becomes obvious that the notion of customer loyalty is blurred. At its core, customer loyalty deals with relationships between suppliers and their customers and can

45

ACCURATE BUSINESS SCHOOL

201 1

be distinguished from other loyalty aspects, such as brand loyalty, which refer to a more abstract attachment, such as that towards a brand. Within German customer loyalty literature, the notion of customer loyalty is even more faceted, encompasses both customer loyalty and customer retention distinguishes an active, supplier-focused component and a passive, customer focused component of customer loyalty.

In the supplier-focused perspective, customer loyalty is seen as a bundle of measures that aim at improving relationships with customers. The supplier is in the center of attention and the customer is only regarded as the factor at which success of customer loyalty becomes manifest. Here it becomes clear that this approach contains a conceptual deficit. It is the customer who eventually decides on whether customer loyalty management is successful or not, because all activities undertaken by a supplier can only be geared at influencing customers to be loyal. A customer-focused perspective therefore has to be added to evaluate the success of customer loyalty management.

Within the customer-focused perspective, customer loyalty is conceptualized taking into account customers complex characteristics. These can either be approached as customers directly observable actions and/or take into account their attitudes and intentions. Since customers actions are directly influenced by their attitudes and intentions, it is obvious that

46

ACCURATE BUSINESS SCHOOL

201 1

these have to be scrutinized to understand and manage loyalty. A third perspective is a synthesis of the former two approaches. The relationship-focused perspective directly examines the relationship between suppliers and customers. Accordingly, the objects of study in this perspective usually are buying behavior in retail contexts and long-term relationships marked by frequent interaction between suppliers and buyers in industrial contexts. It is clear that the supplier-focused perspective with its instrumental approach is significantly different from the other two approaches. Distinguishing the customer- and the relationshipfocused perspective, however, is difficult, because both focus on the customer.

Behaviorist customer loyalty concepts

Behaviorist concepts of customer loyalty have been at the core of early marketing research and focus on customers observable behavior, as e.g. in purchasing behavior. Accordingly, customer loyalty is established, when customers demonstrate consistency in their choice of supplier or brand. Hard-core loyalty, when one product alternative is exclusively repurchased and of reinforcing loyalty, when customers switch among brands but repeatpurchase one or more alternatives to a significant extent. Similarly, customer loyalty as the proportion of times a purchaser chooses the same product or service in a specific category compared to the total number of purchases made by the purchaser in that category. Pegging

47

ACCURATE BUSINESS SCHOOL

201 1

customer loyalty to purchasing behavior, however, is very critical, there can be a multitude of factors affecting purchasing behavior, such as product availability or special deals, which are not grasped by looking at purchases alone. A main deficit of the behavioristic approach thus is that it does not look at the drivers behind purchasing behavior.

Another disadvantage of behavioristic customer loyalty concepts is their ex-post approach. When loyalty is only expressed through purchases, information on customers

actual loyalty status in between purchases is not available. Consequently, decreasing

loyalty is only recognized after it manifests itself through changed purchasing behavior. Only in relationships with frequent interaction can a supplier integrate further aspects, such as complaints, into customer loyalty management. The reason, why behavioristic concepts may still be valuable, is because the measurement of customer loyalty in this approach does not necessitate involvement by the customer. The assessment of attitudes and intentions would always imply customers cooperation through participation in surveys. By simply recording purchases, e.g. through delivery records in the industrial context or customer cards in a consumer context; the assessment of customer loyalty poses little difficulty. Particularly in areas, where most purchases can be easily ascribed to individual customers, as is the case with mail-ordering or book-stores on the internet, the behavioristic approach is useful for identifying different customer groups and their characteristics. Such firms, however, can only assess purchases of their own products, while purchases of competing products go unnoticed. Firms can therefore
48

ACCURATE BUSINESS SCHOOL

201 1

neither draw conclusions about relative changes of purchasing behaviors, nor evaluate their comparative market position.

Neo-behaviorist customer loyalty concepts

These narrow technical definitions do not adequately capture the richness and depth of the loyalty construct implicit in a relational framework. Consequently, neo-behavioristic customer loyalty concepts start at the shortcomings of the behavioristic approach by examining the causes of loyalty. As early as 1969, Day concluded that loyalty should be evaluated with both attitudinal and behavioral criteria otherwise accidental repeat-purchases, merely resulting from situational exigencies, would be regarded as indicators of loyalty. There is no agreement, however, on the question, whether attitudes are part of customer loyalty or merely an antecedent of it. Some authors propose that only positive attitude can lead to true customer loyalty. If attitude then is a necessary prerequisite of customer loyalty, some drivers of loyalty cannot be explained. Transaction cost theory, for instance, provides the concept of asset specificity. Relationship-specific investments create economic switching barriers and therefore increase customer loyalty. However, the mere repeat purchase of goods or services for reasons of economic constraints would not qualify as loyalty, as positive attitudes are not involved. In order to avoid the outlined problem, it is useful to abstain from defining positive attitude to be a

49

ACCURATE BUSINESS SCHOOL

201 1

necessary antecedent of loyalty. Instead, researchers usually consider intentions and observable behavior to be the constituting elements of customer loyalty.

Determinants of Customer Loyalty

In order to be able to gear marketing activities towards the creation of customer loyalty, its determinants and their precise effects have to be known. Accordingly, many researchers have investigated this topic. In order to gain an overview of the determinants identified in these works, they can be structured in three dimensions:

(1)

Company-related determinants refer to the supplier itself or to the goods or services the offered goods or In this respect, an

offered. It is a prerequisite for the existence of customer loyalty that services create utility for the customer and that they are assessment is usually performed by examining performance ratio, customers will pay available.

quality. In order to evaluate the price-

attention to prices. Customer loyalty will also be

influenced by the reputation a company has and ultimately by customer loyalty programs offered.

50

ACCURATE BUSINESS SCHOOL

201 1

(2)

Relationship-related determinants play a significant role in long-term Factors regarding the interaction between supplier and customer,

relationships. such as which

relationship quality, previous experiences, and trust are provides evidence of emotional closeness and

important.

Commitment,

moral or normative feelings of obligation,

takes a central role in relationships. Specificity and dependence can lead to economic, psychological and social (3) switching barriers.

Customer-related determinants are mainly influenced by customers characteristics. In this respect, affect and involvement, and consequently importance of the good or service to the customer, are important.

also

the

In addition to the above delineated areas, the effects of the market environment and competition are researched, as is the link between satisfaction and loyalty, which plays an important role in the research of customer loyalty and is often placed in one of the three dimensions. However, as most other determinants influence satisfaction, it cannot be clearly separated and should therefore be listed as a distinct category.

How to measure and increase customer loyalty

For companies that face both significant competition and high costs associated with acquiring each customer, customer loyalty becomes crucial. Studies have shown that organizations with loyal customers had profits of up to 60 percent higher than those of competitors. They were also twice as likely to exceed the forecasts of financial analysts. In addition, high customer satisfaction scores consistently show a correlation with sales growth. The bottom-line equation is simple: customer loyalty = higher profits. Its no wonder that customer loyalty and retention consistently rank among the top challenges faced by CEOs, as shown by Gartner surveys of
51

ACCURATE BUSINESS SCHOOL

201 1

CEOs and business executives.

Measure customer loyalty

To measure the attitudes that result in this model, customers are asked to rate their overall satisfaction on a scale of 1 to 10(horizontal axis) and their likelihood to continue to do business with you on a scale of Definitely Will to Definitely Will Not (vertical axis). In this model, Defectors are defined as anyone who answers the satisfaction question with a score of 6 or less and reports that they definitely or probably will not continue to do business with you in the future. Figure 1: The Apostle Model measures both loyalty and satisfaction. By plotting the scores for both variables, you can segment customers into four categories.

How to measure and increase customer loyalty Strategies for each customer segment
By asking your customers to rate your company in a similar survey, you can segment your customers as well. Once you know how your customers fit into these categories, you can focus on the best strategies for dealing with each group.

Loyalists
Report both high satisfaction and high loyalty. These customers are, in essence, an extension of your sales force because they spread positive word-of-mouth publicity. Loyalists also typically increase their spending more rapidly than other customers in your customer base. Understand, serve, and protect these customers and focus on developing communities for (and with) them. Because relationships with loyalists tend to last longer and because of their role in generating referrals, customer acquisition costs for loyalists tend to be lower than those for other customers. Because of the many benefits loyalists bring to your business, you should prioritize any strategies that strengthen and expand these relationships.

52

ACCURATE BUSINESS SCHOOL

201 1

Hostages
Report high loyalty despite low satisfaction. This situation typically appears when there is little competition or a high risk associated with changing suppliers, such as economic costs or time investments. Customers in this category feel trapped. For such customers, focus on strategies that can turn them into loyalists by understanding and addressing their issues before they spread their dissatisfaction to others or abandon your company. Communicating intensively with such customers is crucial: If they see that youre listening to them, addressing their issues, and making it easier to use your product or service, theyre less likely to decrease their spending and more likely to say positive things about you.

Mercenaries Report high satisfaction, but low loyalty. These are the customers who are highly pricesensitive and will switch easily when they have the opportunity. For such customers, focus on communicating those benefits of your product or service that show theyre getting good value overall from your company.

Defectors
Report both low satisfaction and low loyalty. In addition to the costs associated with losing them, defectors also tend to spread their disgruntlement to othersdefectors are typically responsible for80 to 90 percent of a companys negative word-of-mouth publicity. Defectors also tend to complain more frequently, thereby consuming customer service resources. Focus on strategies for releasing these customers with good will intact or implement a well-designed customer win-back program. Another popular model for measuring customer loyalty is Fred Reich helds Net Promoter Score (NPS),explained in his latest book,

The Ultimate Question

Using the question How likely is it that you would recommend Company X to a friend or colleague? customers are mapped into three categories: promoter, passive, and detractor. You can then quantify the value of a promoter or detractor and use the results to develop strategies for
53

ACCURATE BUSINESS SCHOOL

201 1

turning more of your customers into promoters

Measure emotional vs. rational customer loyalty

Another aspect of customer loyalty involves the difference between emotional and rational loyalty. Are your customers rationally loyal because they appreciate the tangible benefits of your products or services? Are they emotionally loyal because they love your business and how you make them feel? Or is it some combination of the two? According to Dr. Gerald Zaltman of Harvard Business School, Laboratory of the Consumer Mind, Consumers are driven far less by tangible attributes of products and services than by subconscious sensory and emotional elements derived from the total experience surrounding a transaction.Because customers who are rationally loyal often know how to work the system, they tend to be less profitable than customers who are also emotionally loyal. For that reason, its important to measure both dimensions of loyalty and to take steps to increase your customers emotional loyalty. Customers who have a high degree of both rational and emotional loyalty are considered to be engaged customers.

Measure and enhance emotional loyalty

The following questions are examples of how to measure emotional loyalty, which is closely related to whether customers think your organization has their best interests at heart To measure this dimension, use scale of 1 to10, where 1 is Strongly Disagree and 10 is.Strongly Agree". <Company> behaves with fairness and integrity. <Company> strives to understand a customers needs <Company> strives to meet its commitments to a customer <Company> resolves conflicts with a customer fairly <Company> communicates openly and honestly with a customer <Company> is committed to a customers success <Company> makes a customer feel appreciated
54

ACCURATE BUSINESS SCHOOL

201 1

<Company> is deserving of a customers loyalty To enhance emotional loyalty, focus on turning customer problems into opportunities for your company. Research shows that customers who complained and felt that a company adequately addressed their problems reported higher loyalty than customers who didnt complain. Also, train all customer-facing employees to act as ambassadors of messages your customers most need to hear, such as we appreciate you. Above all, focus on strategies that engage customers emotions, such as passion, intimacy and partnership, interdependency, and commitment. Examples of companies that have done so extraordinarily well include Apple, Google, and Harley Davidson. Use salesforce.com resources to increase customer loyalty Finding out where you stand in terms of customer loyalty is the first step toward increasing it. To help measure your customers attitudes, the App Exchange includes a number of partner apps such as Zoomerrang and Click toolsfor collecting and analyzing customer responses from within Sales force CRM . Such tools can also provide real-time feedback at customer touch points such as an event or service call. Research into how companies use customer feedback shows some surprising results. 1 Market Tools, Inc. Best Practices in Customer Satisfaction and Loyalty Programs 2 Market Tools, Inc. How to Approach Customer Experience Management For more information Contact your account executive to learn how we can help you accelerate your CRM success. For example, although 95 percent of all companies collect customer feedback in some form, surprisingly few report actually using that information constructively. Only 50 percent report sharing this information with staff, 30 percent report basing important decisions on that information, 10 percent use the information to deploy new products or services, and only 5 percent share it with their customers. Its obvious that a lot of potential is losta loss that provides any company that leverages such information with a significant competitive advantage. Here are some suggestions for doing just that:

Decide on mechanisms for sharing satisfaction data with your customers, such as dashboards on your Web site or periodic updates in your newsletters.

55

ACCURATE BUSINESS SCHOOL

201 1

If your organization has user groups, engaging with those groups is a powerful way of building loyalty. Consider assigning an employee to act as a liaison to customers and keep them informed about what happened to their feedback. Create a portal that lets customers register their level of satisfaction with your products/services and requires that you be accountable if satisfaction slips below a certain level of service

56

ACCURATE BUSINESS SCHOOL

201 1

57

ACCURATE BUSINESS SCHOOL

201 1

58

ACCURATE BUSINESS SCHOOL

201 1

4.1 Customer perception about ASK Quality

INTERPRETATION As per the responses obtained from the participant customers of ASK, it has been clear that Mahindra is the least satisfied company regarding the quality of the material. Hence company should focus to improve its product quality especially for Mahindra and also should address the unsatisfactory responses from Bajaj.

3.2 Customer Perception about Warranty

59

ACCURATE BUSINESS SCHOOL

201 1

& HEROHONDA,HMSI,MAHINDRA,SUZUKI till date not received any warranty complain about ask Automotive Products . But Tvs has some warranty problem because of communication problem. So compny should look after this problem.

4.3 About ASK AUTOMOTIVE Product Quality Consistency

INTERPRETATION Though all the participants highly praised ASK for its quality consistency, but the response obtained from Mahindra is somehow different from others. So company needs to address this problem shortly.

Customer perception about product performance

60

ACCURATE BUSINESS SCHOOL

201 1

INTERPRETATION Though all the participants highly praised ASK for its quality consistency, but the response obtained from Mahindra is somehow different from others. So company needs to address this problem shortly.

4.5 Customer Perception About ASKs overall product quality &performance W.R .T . Competitors

INTERPRETATION
ASK automotive facility is world class. So quality & performance is comparable good as per competitors

61

ACCURATE BUSINESS SCHOOL

201 1

Q.6 Do you need product samples to be tested before conforming a particular supplier

INTERPRETATION Most of the customers said they need each time a sample to be tested before selecting a particular supplier. So company may focus this response.

3.6 New Product first sample quality/performance

62

ACCURATE BUSINESS SCHOOL

201 1

This shows attention required for new product quality & performance

3.7 Customer Perception about reliability to supplier

INTERPRETATION As per the response obtained it can be said that the customers are well satisfied with the overall reliability of ASK.

63

ACCURATE BUSINESS SCHOOL

201 1

3.8.Innovation Technique For Improvement

As Per Opinion of customers ask has to improve its innovation Technique for improvements

3.9 Product Price of ASK Automotive Supplied parts

64

ACCURATE BUSINESS SCHOOL

201 1

Price is not a issue for all customers. As it is pre-decided at the time of development. But they want regular cost reduction on price strategies

3.10 Delivery performance of ASK Pvt.ltd

Except tvs all the firms are satisfied with the ask delivery service. Because tvs is far distance from ask plant .
65

ACCURATE BUSINESS SCHOOL

201 1

3.11 Packing of ASK products

. INTERPRETATION As majority of the customers are quite satisfied with the packaging of ASK, so company need not to be worried about its current packaging. But as packaging is also a major attribute for industrial customers so company may think of introducing timely innovation in packaging

3.12 SRV rejection PPM

The SRV rejection Level Of all customers under the specified limit. This is Acceptable by all
66

ACCURATE BUSINESS SCHOOL

201 1

customers. But still improvement required. This is the data of last six months.

3.13 Line Rejection PPM.

ASK has to keep attention on line rejection on customer end.

3,14No of customer complain

. INTERPRETATIONAs it can be understood from the responses that majority of the

customers are somewhat satisfied with the current after sales service of ASK. So company should try to enhance this for getting more customers satisfaction

67

ACCURATE BUSINESS SCHOOL

201 1

4.1Conclusion
The main aim of this project is to develop an approach to market demand that can be operationalised and translated into company competencies and strategies using industry professionals as informants. Based on their input, mental maps are derived as a means of linking the external and internal aspects. The company has identified important market characteristics or market demand dimensions by analyzing existing market research materials, conducting new market research or analyzing past experience of new product successes and failures. Quality performance of ASK is quiet satisfactory to the customers .TVS is getting problem in one part frequently. So ASK has to put the case to ASK R& Department for analysis & taking the appropriate countermeasure to solve this problem. ASK has to reduce his quality rejection on customer line for customer satisfaction. Every customer wants there should not any delay in product lunch. So ASK has to keep special attention for new product development time. There should not any delay in development of new product. For relational marketing special cost reduction is required to customers. So ASK has to reduce the cost reduction by adding value to its product or by other means. It is found than at the time of new product development ASK has to give special care of quality. Before dispatch to customer ASK has to take special trail of product to avoid any problem to customer. First impression is last long. So packing is the initial stage which is seen by the customer. So packing stand of ASK to improve for customer stasisfaction.the packing should be carried out based upon the product safety first. So these are some conclusion of this project for customer delight.

4.2RECOMMENDATIONS Strategies require to ASK Automotive.

68

ACCURATE BUSINESS SCHOOL

201 1

To sustain in the market every company devise a well thought out strategies to satisfy the customer. Ask is a world-class company. It has good manufacturing facility. Its research &development center is equipped with good & modern machines. ASK has to put TQM deployment for customer delight. The rejection at customer end should be properly analyzed. &Corrective action to taken by ASK. As per Survey report, every company has different problem according to them . So ASK has to analyses the problem & should take the corrective action for fulfillment of customer requirement. Present market condition is very tight due to more competition .So pricing strategy of ASK has to check of new models. Regular cost reduction is a good strategy for customer retention. Optimization in Quality, cost, delivery & safety will be the main strategy for ASK. As customer main focus is on these issues. ASK has to maintain the quality standard by applying the effective quality systems. Innovative ideas to be implemented for better results.
Communicate. Whether it is an email newsletter, monthly flier, a reminder card

for a tune up, or a holiday greeting card, reach out to your steady customers.

Customer Service. Go the extra distance and meet customer needs. Train the staff

to do the same. Customers remember being treated well.

Employee Loyalty. Loyalty works from the top down. If you are loyal to your

employees, they will feel positively about their jobs and pass that loyalty along to your customers.

69

ACCURATE BUSINESS SCHOOL

201 1

Employee Training. Train employees in the manner that you want them to interact with

customers. Empower employees to make decisions that benefit the customer.

Customer Incentives. Give customers a reason to return to your business. For instance,

because children outgrow shoes quickly, the owner of a childrens shoe store might offer a card that makes the tenth pair of shoes half price. Likewise, a dentist may give a free cleaning to anyone who has seen him regularly for five years.

Reliability. If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be

reliable. If something goes wrong, let customers know immediately and compensate them for their inconvenience.

Be Flexible. Try to solve customer problems or complaints to the best of your ability.

Excuses such as "That's our policy" will lose more customers then setting the store on fire..
People over Technology. The harder it is for a customer to speak to a human being when

he or she has a problem, the less likely it is that you will see that customer again.
70

ACCURATE BUSINESS SCHOOL

201 1

Know Their Names. Remember the theme song to the television show Cheers? Get to

know the names of regular customers or at least recognize their faces.

Product Awareness. Know what your steady patrons purchase and keep these items in

stock. Add other products and/or services that accompany or compliment the products that your regular customers buy regularly. And make sure that your staff understands everything they can about your products.

71

ACCURATE BUSINESS SCHOOL

201 1

72

ACCURATE BUSINESS SCHOOL

201 1

BIBLIOGRAPHY
MAGAZINE
BUSINESS today. Economic times BOOKS Business policy & Strategic management. C.R Kothari, Research Methodology

I ASK AUTOMOTIVE PVT.LTD Internet site.

WWW.GOOGLE.COM SLIDE SHARE .COM WIEKIPEDIA

73

ACCURATE BUSINESS SCHOOL

201 1

QUSTIONARY
Customer feed back After reading each statement please state your valuable rating for each statement. Criteria for the ranking :5 rank-best,4-very good, 3-good ,4-poor, 5-wrost . Q.1 How would you rate the quality of the product you buy from ASK?
1-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.2 Kindly rate the warranty conditions offered by ASK as compared to its product quality?
1-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.3 Is ASK consistent in delivering quality product as per your expectation?

1-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.4 How satisfied you are with the product performance of ASK? 1-BEST 2-VERY GOOD 3-GOOD
74

4-POOR

5-WROST

ACCURATE BUSINESS SCHOOL

201 1

Q.5 With respect to your other suppliers, how would you rate the overall product 11-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.6 Do you need product samples to be tested before conforming a particular supplier?
1-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.7 Do you think ASK is truly a reliable supplier ?

1-BEST 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

Q.8 To what extent you are satisfied with the price of ASK ?

1-BEST

2-VERY GOOD

3-GOOD

4-POOR

5-WROST

Q.9 How satisfied you are with the packaging of ASK ?

1-BEST

2-VERY GOOD

3-GOOD

4-POOR

5-WROST

75

ACCURATE BUSINESS SCHOOL

201 1

Q.10 How would you rate the after sales service of ASK?
1-BEST Customers Person contacted: Department: Designation; Signature: Date; 2-VERY GOOD 3-GOOD 4-POOR 5-WROST

76

ACCURATE BUSINESS SCHOOL

201 1

77